The company noted: “The beard no longer belongs to the bikers, as it’s become the well-worn accessory of the modern-day man – used to chisel, embellish and frame the face, sculpting the jawline and showing some character.

“But as any man that dares to go beyond the 5 o’clock shadow knows, the growing and the grooming is an art unto itself.”

Aberlite describes itself as a “for us, by us” brand, which is designed to simplify grooming.

Apart from beard straightener, Aberlite offers beard care as well as grooming and sandalwood tools.